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Marketing Resource Management: From Nice-to-Have to Necessity

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Marketing has changed a lot of late. The digital transformation has led to the need to manage multiple marketing campaigns and thousands of assets. Marketing teams need to streamline their process and work in ways that support their brand, and your team is no exception. Marketing automation is becoming more and more important as a way to free up time. It used to be that marketing resource management (MRM) was a new shiny toy that was nice to have.

Now, however, it has become a necessity. Content managers and directors care about tracking content activity across different channels and need the tools to do so.

Furthermore, they need these tools to be in one centralized location so that they are always able to access them. This is especially useful if they are working in a location other than the office.

The Growth of Marketing Resource Management

A study by Fact.MR showed that the market is likely to rise at a compound annual growth rate (CAGR) of 10% through 2028.

This growth has sparked a variety of solutions and MRM systems that can help your marketing team deploy MRM in a way that best supports your specific use cases.

So, how should you go about implementing a marketing resource management solution?

What is Marketing Resource Management?

​Marketing resource management is a systematic method of managing all of your marketing resources. It is an application of enterprise resource planning (ERP) to marketing.

This means that an MRM solution handles your digital assets, your budget, your schedules, your forecasts, and your data. Everything that your marketing team needs to do their jobs is kept in one single place.

The advantage of this is that it saves time by keeping everything in a single ecosystem, to which everyone has access as is appropriate for their role. You can centralize everything from your marketing content to the metrics you use for strategic planning in one platform, such as Welcome.

How Does Marketing Resource Management Support Modern Multi-Channel Marketing?

It used to be, many years ago, that your marketing assets consisted of a few files, a logo, and boxes of flyers.

Now, however, you need to handle your digital marketing in a professional way that brings together all of the channels you use.

MRM provides a marketing platform that includes everything marketing departments need.

So, your MRM solution should include things like:

  1. Digital asset management so you can reuse prior marketing materials. This can help save a lot of time. For example, DAM might include your logo, your stock photos, prior blog posts.
  2. Your editorial calendar so everything gets posted when it should be. As much of this should be automated as possible. Social media posts should be scheduled to go out at times that analysis shows are most effective.
  3. Analysis tools to manage and handle your forecasts and budgets, as well as to support personalized marketing, customer service, and ongoing campaigns.
  4. Digital tools to help you produce and deliver marketing collateral quickly and easily. Many marketers spend as much time organizing marketing materials as actually making them.
  5. Workflow tools to support approval processes and sign-off. Done right, these solutions can pass a piece of content through the process smoothly and with minimal human input.

Your mileage may vary on exactly what you need, but the point is to have everything in one system. This can also make it easier to leverage new media and new platforms. This includes podcasts and the increased utility of video.

With an integrated platform, you can add a new channel easily and quickly.

How Marketing Resource Management Improves the Customer Experience

​One primary goal of marketing is to provide a great customer experience. To this end, you have to coordinate with sales and customer service.

MRM helps by improving your ability to reach out to customers on social media. It produces content that goes out on time and gives you more time to handle personalized marketing. MRM can also automate some aspects of personalized marketing. Whether it’s as simple as making sure the customer’s name is inserted into mailings, or as complicated as ensuring messages go out on the right platform, whether it’s email, SMS, or LinkedIn.

It also ensures that you have all of the metrics you need to do said personalized marketing, especially for customer retention. Across all industries, individualized messages and offers are becoming more and more effective, eclipsing mass content.

You can work your customer lifecycle into the MRM system. This is whether you are selling small items frequently or big-ticket products a customer may only need every few years.

Retention becomes even more important for professional services and SaaS providers who primarily sell subscriptions. For you, it’s important to keep marketing to your existing customers, educating them about new features, and reminding them why they need your product.

How Marketing Resource Management Improves Your Team’s Ability to Collaborate

With everyone having access to the platform, information can easily be passed between team members. Meanwhile, appropriate role-based permissions allow you to control who gets access to what. Thus, provide you with better ways to protect your assets from data breaches and loss.

Each individual employee can easily see their part of the workflow plus any master calendars they need access to. Typically, an MRM system includes collaboration and communication tools as well as sign-off tools, so you can ask quick questions right within the system.

You can also provide appropriate access to other stakeholders such as accounting, the C-suite, sales, etc. In fact, an MRM system can also significantly improve collaboration and strategic planning between marketing and sales.

It’s often hard to get and keep marketing and sales talking to each other. So using collaboration tools can help break down the barriers and allow the two departments to work together.

How Marketing Resource Management Streamlines Workflow

​One of the biggest issues for modern marketing programs is streamlining workflow. There are multiple campaigns happening at once and marketing efforts are balkanized across various social media and content platforms. It’s easy for your team (or even individuals) to become scattered, not focusing and not knowing what.

A proper MRM system specifically supports workflow optimization. It also streamlines the martech stack in general by bringing everything together into a single dashboard.

Many marketers say the number one bottleneck is the content and asset creation process, which includes requesting and reviewing/approving work. The MRM system allows assets to flow through this process.

So, for example, the content director may send a request for a podcast episode to the content manager. They then assign the script to a writer, with a deadline.

The writer (whether in-house or outsourced) turns in the script. This is then approved and automatically passed on to the podcast director, who can then contact the narrator, schedule recording, and pass the raw files automatically to production. It goes straight out to the podcast after its finalization and approval.

The system helps by automatically passing the content to the right roles as soon as it’s signed off on. There is no chance of content getting past without approval. What’s more, the people responsible for approval will always get the request and the content in a timely manner.

Essentially, this eliminates many human-caused bottlenecks by reducing human error and saving time.

It also streamlines workflow by automating your planning process as much as possible. This reduces the number of meetings and the amount of wasted time, freeing marketers to produce content and do their work.

How Marketing Resource Management Improves Reporting and Analysis

Finally, bringing everything into one dashboard also improves your ability to generate reports, analyze data, and observe real-time feedback on the success (or not) of various marketing activities and initiatives.

​Faster feedback allows you to pull back from dead ends before you have wasted a ton of resources on them, and to put those resources instead into efforts that are showing signs of paying off.

You can make the analysis available to various roles both inside and outside marketing. So, for example, you no longer need to send quarterly reports to the CFO for budget purposes. Instead, the CFO has access to the dashboard and the system sends them regular reports automatically.

There’s no need to copy data (which can lead to errors). And even if a report is somehow delayed, access to the dashboard allows you to demonstrate the ROI of your efforts and thus get improved respect from the C-suite.

You can set the system to provide the analyses and data you need and run reports at any time to find out if, say, a Facebook advertising campaign is providing the ROI you expected. You can then cross-reference with sales to better track conversions.

Let Welcome Help You

A good system will give you data down to levels that support personalized marketing.

In other words, MRM solutions are now essential for all marketing teams. You simply can’t continue to use manual methods which can result in untidy workflows, slow approvals, and not getting the analysis you need, when you need it.

Welcome is a comprehensive marketing software platform that you can try right now. It includes MRM features that help you provide better customer service, streamline your workflow, and improve your reporting and analysis.

If you are ready to give it a try, start with a free Welcome account today!



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Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog

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Freeing agile marketing from its software development roots


We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent articles, we covered the pieces in the first stop of the navigator, the Collaborative Planning Workshop.

Now we’re going to dive into the next stop on your agile marketing journey — the Launch Cycle. The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often. Within the Launch Cycle there are five key components — Marketing Backlog, Cycle Planning, Daily Huddle, Team Showcase and Team Improvement. If you’re familiar with the Scrum framework, there are a lot of similarities here — with a few different nuances to make it more applicable to marketers.

Building and managing an effective Marketing Backlog

Now, let’s dive into the Marketing Backlog and some tips and tricks for marketers to be most effective. 

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. 

This part of the framework is incredibly important and can have a major impact on how marketers work. First of all, there’s one shared place where all work lives. This avoids work happening “behind the scenes” that no one knows about.

In fact, one client that I worked with took all of the work that was already assigned to stakeholders, put it in a single backlog and realized that it would take five years to deliver! It’s with this level of transparency that teams and leaders can begin to visualize everything the team is doing and start to really understand what’s important and what may just be someone’s pet project.

There are many tools for managing your marketing backlog and they all have their pros and cons. The main thing to watch out for is ensuring that everyone on the team, as well as stakeholders have access. We want to build a transparent system.

If you’ve started with the Collaborative Planning Workshop, you’ve already begun to build out the Marketing Backlog. The items in your Minimally Viable Launch will go near the top, and other items will fall below. Work is never guaranteed until the team starts working on it, and even then sound business reasons could cause them to pivot, although that shouldn’t be the norm.

Prioritizing the backlog is one of the key responsibilities of the Marketing Owner. While they don’t do this in a vacuum and conversations with stakeholders are imperative, this role has the ultimate authority to decide what order the team will work on and which items won’t be considered (there are always way more good ideas than time).

The role of the Marketing Owner

The Marketing Owner needs to really understand the business value that each idea brings. Each marketing backlog should be thought of in terms of:

  • Level of effort it will take the team to complete (let’s face it — all things aren’t created equal. Building a Tesla may take longer than a base model Honda, so think through marketing ideas as well).
  • What value does it bring to customers? Joy? Satisfaction? Solves a problem? Addresses a cause?
  • What will the business gain from this idea, and how does it tie to business goals, KPIs and revenue?

Stakeholders, customers and team members should all be thinking about new ideas all of the time and everyone is invited to submit ideas to the backlog. However, it’s at the Marketing Owner’s discretion to decide which ideas will be worked on by the team and when.


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Work should never be directly assigned to a team member in agile marketing. It should be submitted to the backlog or discussed with the marketing owner as it needs to be visible and prioritized among everything else.

In agile marketing, backlog items should be used to test and learn and are thought of as micro-experiments, rather than large campaign blasts. 

While a backlog item may be for a post on Facebook, the team should be thinking in terms of testing elements, such as content. If the content is successful, similar content pieces would be on the backlog. However, if the content doesn’t perform well, the team would want to think of new backlog items with different content.


agile marketing workflow

Catch up on the Agile Marketing Navigator series!


The backlog may contain some business as usual items to keep the lights on, but the majority of items should be small, testable experiments that can quickly get to customers for real-time feedback.

If you haven’t started a marketing backlog yet, what are you waiting for?


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”



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When Your SEO Competitors Don’t Match What You Know

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When Your SEO Competitors Don't Match What You Know


You know your competitors, and you’re not going to let some damned SEO tool tell you different!

Hey, I’ll give you the first part, but there are a lot of reasons that the results from a tool like True Competitor might not match your expectations, and that could be a good thing.

I’m going to dig into five of those reasons:

  1. You’re living in the past

  2. You’ve hit a brick wall

  3. You can’t see the trees

  4. You’re stuck in one tree

  5. We’re just plain wrong

First, the toughest one to hear — the world is changing, and you’re not changing with it.

1. You’re living in the past

Look, I know Big Wally at Big Wally’s Widget World said your Grandma’s meatloaf was “just okay, I guess” at the church potluck in ‘87, but you need to move on. Even if you’re not quite-so-literally stuck in the past, you may be operating on an outdated sense of who your competitors are. Especially online, the competitive landscape can change quickly, and it’s worth re-evaluating from time to time.

2. You’ve hit a brick wall

Quite literally — you’ve run headlong into your own brick-and-mortar wall. As a business with physical locations, your competitors with physical locations are absolutely important, but from a search perspective, they may not represent who you’re actually competing with online.

Take, for example, McDonald’s — you might expect the competition to include Wendy’s, Burger King, Taco Bell, and other fast food chains with physical restaurants. Meanwhile, here are the second through fourth results from True Competitor:

While DoorDash, Grubhub, and Uber Eats don’t have traditional, physical locations, these are the places where McDonald’s online customers go to order, and they represent a significant amount of organic SERP real estate. From an SEO standpoint, this is reality.

3. You can’t see the trees

You can see the whole forest from where you’re standing, and that’s great, but are you missing the diversity and distinctiveness of the trees?

This is easier to show than tell. Let’s take a look at big box retailer, Target. True Competitor returns the following top three:

No big surprises here, and no one should be shocked that this list includes not only brick-and-mortar competitors, but online retail juggernauts like Amazon. Let’s take a deeper look, though (the following are competitors #8, #7, and #22 in our current data):

Target isn’t just up against the whole-forest, big box retailers — they also have to contend with niche competition. Their competitors in the video game space include not only brick-and-mortar retailers like GameStop, but competitor-partners like Sony and Nintendo (which both sell hardware and software directly online).

Not every grove of trees is going to have the same needs and growing conditions. Your competitive landscape could have dozens of ecosystems, and each of them requires unique research and likely a unique strategy.

4. You’re stuck in one tree

On the other hand, you could be stuck in just one tree. Let’s take Ford Motor Company as an example. Savvy marketers at Ford know they’re not just up against legacy automakers like Chevrolet and Toyota, but up-and-coming competitors like Tesla and Rivian.

That niche is incredibly important, but let’s take a look at what the SERPs are telling us:

These are Ford’s #1, #2, and #5 competitors, and they aren’t automakers — they’re automotive content producers. Does this mean that Chevy and Tesla aren’t Ford’s competitors? Of course not. It means that those automakers are infrequently appearing in SERPs alongside Ford. Ford is competing with mentions of their own products (makes and models) in leading online publications.

5. We’re just plain wrong

Hey, it happens — I’m not here to claim that we’re perfect. SERP-based competitive analysis has a couple of limitations. First, as discussed, SERP analysis doesn’t always reflect the brick-and-mortar world. From an SEO perspective, that’s fine (if they’re not ranking, we’re not competing with them for search share), but there are other essential pieces to the puzzle.

Second, our SERP-based analysis is based on national results and does not reflect regional or hyperlocal competition. Some regional businesses do have national competitors, and that’s worth knowing, but localized perspectives are important as well.

Maybe it’s a good thing…

What if a tool like True Competitor only returned information that you already knew? I guess you could pat yourself on the back and move on with life, but what did you learn? To me, the entire point of SERP-based competitive analysis is to challenge your expectations and your point of view. If the results don’t match what you expect, that mismatch represents opportunity.

More likely than not, it doesn’t mean you’re wrong (unless you’ve let vanity and personal history get the best of you) — it means that you’re missing a perspective or a niche that could be important. If you can see that missing perspective as money left on the table, then you’ve got a good chance to pick it up and walk away with a bit more in your pocket.


The Competitive Analysis Suite is now available to all Moz Pro customers, and we’d love to hear your feedback via the ‘Make a Suggestion’ button in the app.

Sign up for a free trial to access the Competitive Research Suite!

Already a Moz Pro customer? Log in now for instant access!



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How Full-Cycle Recruiting Can Improve Your Recruitment Process

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How Full-Cycle Recruiting Can Improve Your Recruitment Process


Job vacancies can cost a company an average of $500 per day.

Companies can save money, improve the quality of their hires, eliminate communication gaps, and increase accountability during the recruitment process by implementing a full-cycle recruitment strategy.

The full-cycle recruitment process is managed by a single full-cycle recruiter or full-cycle recruiting agency.

Full-Cycle Recruiting Process

full cycle recruitment process

The full-cycle recruiting process includes six stages: preparing, sourcing, screening, selecting, hiring, and onboarding.

Preparing

The first stage of the full-cycle recruiting process is the preparing stage. A recruiter will begin this stage by working with a hiring manager to identify a hiring need and create a persona — a fictionalized profile of your company’s ideal candidate.

During the next step of the preparing stage, the recruiter and hiring manager will determine how much compensation a candidate will be offered. This information will be used to create a job posting that includes an overview of the role, responsibilities, salary range, benefits, and information about the company.

Sourcing

After creating a persona and job posting, a recruiter will use word-of-mouth, internal recruiting, employee referrals, social media, job boards, or career websites such as LinkedIn and Glassdoor to find jobseekers that fit the ideal candidate persona.

Screening

After finding potential candidates, a recruiter will carefully review applicants’ resumes and cover letters with the help of HR software. Then, the recruiter will perform a phone screen or on-demand interview.

For most talent acquisition leaders, resume screening is the most time-consuming and challenging part of recruitment.

Selecting

After screening and shortlisting candidates, the recruiter will determine which candidate is the best fit for the role by conducting face-to-face or virtual interviews.

A recruiter will ask candidates in-depth questions to learn more about their professional background and qualifications during a face-to-face interview. The recruiter may also have candidates complete writing assignments or a series of tasks to prove they are a good choice for the position.

Once the recruiter selects the best candidate, they will check the candidate’s references or order a background check.

Hiring

The hiring stage is the most important of the process.

After choosing the best candidate for the role, the recruiter will contact the candidate with an official job offer and may have to negotiate the terms of the offer. The candidate may feel more comfortable receiving a job offer from the full-cycle recruiter rather than the hiring manager because the recruiter has been the candidate’s primary contact throughout the hiring process.

Onboarding

The final stage of the full-cycle recruiting process is the onboarding stage. During the onboarding stage of the process, a hire is integrated into the company. The full-cycle recruiter will familiarize the new hire with the company culture and team members using a welcoming orientation or introductory path.

1. Identify the ideal candidate for the role.

A candidate persona is a description of your ideal applicant. Creating a candidate persona will help your recruiter choose the best applicant for the role by honing in on the criteria that your ideal candidate should meet.

To create a persona, start by asking yourself questions about your ideal candidate to identify their skills, qualifications, experience, education, and background. For example, what industry do they currently work in? Do they hold the role that you are hiring for? What are their professional goals? What work environment do they thrive in?

Once you have answered the questions, interview managers at your business who would oversee your ideal candidate and ask about the skills that would help employees thrive in the role. Use the managers’ recommendations to help craft your ideal candidate’s persona.

2. Find potential candidates.

Create advertisements that target jobseekers who fit your ideal candidate persona. Post the advertisements to social media websites and job boards such as LinkedIn, Facebook, and Glassdoor to reach potential candidates searching for new positions.

You can also use promotions and transfers to recruit existing employees who may qualify for the position. Internal recruiting can help your company reduce onboarding time, boost morale, and save time and money.

3. Review candidates’ resumes and cover letters.

Use applicant tracking software (ATS) to scan applicants’ resumes and cover letters for criteria that matches your ideal candidate persona, such as education, years of experience, and previous job titles.

If you are reviewing resumes and cover letters manually, scan each resume for keywords that match the open position. Next, separate them into 3 categories: resumes that do not meet the criteria for the position, resumes that meet some of the criteria, and resumes that meet all of the criteria. Double-check the resumes in each category.

Place the candidates that are closest to your company’s ideal candidate persona on a shortlist.

4. Conduct face-to-face or virtual interviews with shortlisted candidates.

Interviewing shortlisted candidates can help you find the best fit for the job. By interviewing candidates, you can learn more about their experiences and qualifications, their potential to fit into your company culture, and their soft skills, such as how they perform under pressure.

Conducting standardized interviews can also help you view candidates objectively and prevent bias in the hiring process.

5. Contact the best candidate with an official job offer.

After conducting interviews, extend an official job offer to the best candidate. Indeed recommends contacting the candidate by phone the same day as their final interview or within one day of making your decision.

Benefits of Full-Cycle Recruiting

Full-cycle recruiting improves the efficiency of the hiring process in five key ways:

Faster Hiring

The full-cycle recruiting process reduces time-to-hire, making the recruitment process more efficient. Time-to-hire is a measure of the time between when a candidate enters the pipeline and when they are officially hired. A shortened time-to-hire reduces the risk of a company losing out on highly qualified candidates that may be simultaneously interviewing at other companies.

Streamlined Strategy

Using a full-cycle recruiting strategy streamlines the recruitment process. It eliminates delays caused by communication gaps because the process is handled by a single recruiter or agency that can construct a simple strategy and follow it through to the end.

Improved Quality of Hire

Quality of hire measures the value a new hire contributes to a company’s overall success. Improving the quality of hire increases employee engagement, improves job satisfaction and productivity levels, and decreases turnover costs.

A full-cycle recruiter implements a more personalized and thorough process than a traditional recruiter. As a result, full-cycle recruiting improves the quality of hire by precisely identifying the best candidate for a position.

Increased Accountability

Because one person manages the entire full-cycle recruiting process, all of the successes and failures of the process are their responsibility. The recruiter benefits from this responsibility because they can’t lose a candidate due to someone else’s mistakes.

Improved Communication

In full-cycle recruiting, candidates remain in communication with a single person throughout the hiring process. Therefore, the process alleviates any possible concerns a candidate may have about delays caused by miscommunication between hiring personnel.

Full-Cycle Recruiting Process Results

A well-executed full-cycle recruiting process will result in an employee who feels prepared on their first day. This is all thanks to a full-cycle recruiter who guided them through the recruitment process, maintained communication, and provided necessary information about the job position and the company.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 



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